On the Jukebox Podcast, Nathan Wrigley talks with Adrian Sticea about a viral LinkedIn post that charted a dramatic fall in the WordPress work Adrian was getting through Upwork. The post illustrated a steady stream of projects from around 2015 through 2020, followed by a sharp decline to almost nothing by 2026. Adrian’s experience highlights bigger shifts in how WordPress projects are sourced and how developers find work.
Adrian’s background
Adrian began working with WordPress in 2013, alternating between staff developer roles and freelancing. He’s worked for small companies, a US digital agency, IBM on a large WordPress learning platform, StellarWP, and many enterprise clients. Over the years Upwork served as a primary lead source—sometimes supplementing a part-time job, sometimes providing most of his projects.
What changed on Upwork
Adrian says the drop in volume was real and concentrated in developer-heavy, complex projects: plugin builds, legacy maintenance, and enterprise-level work. Simple site builds still appear on Upwork, but larger, higher-trust projects have largely migrated away. Several factors seem to have combined:
– AI acceleration: Tools that let developers ship more code faster have reduced demand for the same number of hires. AI hasn’t replaced every client, but it has made some development work cheaper and quicker.
– Economic shifts: A softer tech market, remote-work corrections, and large rounds of layoffs reduced overall demand for contractors.
– Market saturation and competition: Other options—pre-vetted platforms (Toptal, Codeable), temp agencies and recruiters, or boutique agencies—now attract clients who want vetted talent and a higher-touch hiring flow.
– Alternative stacks and builders: Some new projects opt for modern JavaScript stacks or hosted site builders (Wix, Squarespace, Framer) that are easier for nontechnical teams, reducing the need for WordPress contractors in certain project types.
Why Upwork was attractive—and limiting
Upwork’s appeal is clear: low friction, easy to apply, and comfortable for developers who prefer asynchronous communication rather than in-person networking. Adrian notes that many of his Upwork engagements began and ended within the platform, often without direct, ongoing client relationships. That made winning work straightforward but limited long-term referrals and repeat business. When the marketplace shifted, those who depended on it found themselves exposed.
How Adrian responded
Adrian’s income didn’t collapse, but he stopped relying on Upwork and diversified his lead channels. His three-pronged pivot:
– LinkedIn: Posting content and engaging directly yielded leads and raised his profile. A viral post helped open conversations.
– Agency partnerships: Reaching out to agencies that build sites and occasionally need deeper WordPress expertise led to recurring subcontracting opportunities.
– Recruiters and temp agencies: Building relationships with recruiters who pre-vet candidates gave him access to higher-trust, better-paid projects.
Lessons and takeaways
– Don’t rely on a single marketplace. Platforms can change, and algorithm or market shifts can dry up once-reliable pipelines.
– Invest in long-term relationships. Direct client relationships, agency partnerships, and recruiter contacts create a more sustainable flow of work and better lifetime value than one-off platform gigs.
– Build a visible presence off-platform. Collect testimonials, nurture LinkedIn connections, and have a portfolio or site (Adrian uses CustomWP.io) where prospective clients can learn about your work.
– Recognize shifting demand. Simple brochure sites remain available on marketplaces, but higher-complexity, enterprise, and long-term projects increasingly go through vetted channels or in-house teams.
Final thoughts
Adrian’s experience is both a warning and an example of adaptation. Market and technology changes—especially AI and economic cycles—alter where and how WordPress work is sourced. For developers, the pragmatic response is diversification: cultivate relationships, market yourself beyond a single platform, and be ready to chase the clients and channels that value deeper experience. Adrian now focuses on LinkedIn, agency collaboration, and recruiter relationships, demonstrating that while a marketplace can decline, opportunities persist for those who expand how they find them.
If you want to follow Adrian, he is most active on LinkedIn and runs CustomWP.io.